ASSESSMENT MARK SCHEME

ASSESSMENT MARK SCHEME Qualification/Module: CAM Level 4 Diploma in Marketing Communications/ Advertising Session: December 2015 The assessment comprises TWO parts: PART A is worth 50 marks PART B answer TWO tasks out of FOUR; each task is worth 25 marks General Notes to Examiners This mark scheme has been prepared for the purpose of giving guidance to the examiners. The mark scheme is just ONE element of guidance that is given to examiners and must not be treated as the definitive guide to how marks are allocated. This mark scheme should be used alongside the tasks detailed in the assessment. Professional judgement aligned to the mark scheme is crucial for the marking process. The Chartered Institute of Marketing 2015 Page 1 of 8

Marking Instructions This mark scheme is intended to make sure that the CAM Level 4 Diploma in Marketing Communications/Advertising is marked consistently and fairly. When marking scripts, the aim should be to identify and reward the achievements of candidates and ensure comparability of marking across all candidates, regardless of task, examiner or centre. The mark scheme provides examiners with an indication of the mark allocation with reference to candidate responses. Candidate responses and CIM approach to marking In marking the assessment, examiners will be looking for a quality of response reflecting the level of maturity which may reasonably be expected at different levels of CIM/CAM assessments. Considerable consideration needs to be given to candidates responses, particularly as many candidates undertaking this qualification may not use English as their first language. Examiners must recognise the variety of experience and knowledge that candidates bring to the assessment. The tasks have been designed to provide opportunities for candidates to demonstrate what they have learned about different aspects of Advertising. Flexible marking This mark scheme is not intended to be totally prescriptive. For many tasks, there may be a number of other legitimate responses and different methods by which the candidates may achieve marks. The final mark scheme will be agreed at standardisation. No other changes will be permitted post standardisation. If an answer provided is particularly problematic, examiners should seek the guidance of the Senior Examiner or Level Verifier for the assessment concerned. Positive marking Examiners are encouraged to operate positive marking, that is, giving appropriate credit for responses that are valid and relevant, rather than penalising candidates for errors or omissions. Examiners should make use of the whole of the available mark range for any particular task. should only be awarded for valid responses and not given for an attempt which is completely incorrect and inappropriate. Annotating Scripts It is important that the mark arrived at should be recorded on the script using the relevant annotation codes. This will help make accurate judgements and it will help any subsequent markers to identify the thought processes when sampling and moderating marks. Page 2 of 8

Good practice should include: using the CIM/CAM coding conventions for annotations identifying especially good answers writing a brief summarising comment on the mark capture sheet entering the task total in the margin at the end of each answer. Grade descriptors for CAM Level 4 Diploma in Marketing Communications/ Advertising Grade descriptors set out unambiguous criteria against which candidates levels of achievement will be differentiated. Grade Percentage Grade Descriptors Responses clearly structured, candidate shows A 70% - 100% ability to apply concepts using relevant argument and evaluation. B 60% - 69% C 50% - 59% Fail 0% - 49% Answers are logical and clear, showing sound understanding of the module. Answers entirely relevant to the task requirements. Answers are factually sound, showing ability to answer the tasks in a basic way. There is a lack of analysis and evaluation, and in some cases relevance to the task. Candidate responses insufficient to attain a pass for this module. Levels of response Candidates are required to provide well-constructed responses to the tasks within the assessment. Where there are variations in response, examiners should consider best fit in deciding which level of response to award, particularly where the mark allocation does not clearly map to a particular candidate or marking response. Examiners should bear in mind that weakness in one area may be compensated for by strength in another, and therefore the overall grade awarded for an assessment may not fully represent some individual responses to tasks. Mark and Level Descriptors Marking of assessments will be based on decisions made by examiners in relation to the grade descriptors and interpretation of the mark scheme. Page 3 of 8

PART A Compulsory Task 1 AC1.2, AC1.3, AC1.8, AC1.9, AC2.1, AC2.3, AC2.4, AC2.5, AC2.6, AC2.7, AC2.10, AC3.4 Task 1(a) Justify the selection of TWO potential consumer target audiences in demographic and psychographic terms. Identification of two audiences must be realistic. Each should be clearly defined age, social grade, attitude/life style. Reasons why each selected, eg mothers concerned about the eating habits of their families. Task 1(b) Write a creative brief, including a positioning statement, targeting consumers of the new range of healthier foods. The creative brief should include reference to the creative objective, what we are selling, what the audience is buying, the target audience (see Task 1(a), the media to be used, the proposition (positioning) and mandatories. Task 1(c) Identify THREE different trade outlets that should be used, and outline the communication tools that could be used to tell them of this new product. High street grocers, supermarket chains, corner shops, offlicences, pubs and clubs, sandwich shops, vending machines (at various locations), cash and carry intermediaries to reach smaller outlets. Advertising in trade media, personal selling (and supporting electronic media websites, SMS) for key accounts, direct marketing, sales promotion. 10 marks for each; 6 for the definition 4 for the reasoning Overall 20 marks Overall 18 marks Overall 12 marks Task 1(c) This task asked about the communication tools that could be used to address the THREE different trade outlets, eg, trade communication vehicles. Some candidates interpreted the task as asking for the communication vehicles that would reach the consumers using the THREE different trade outlets. No candidates were disadvantaged who misinterpreted what was required. Page 4 of 8

PART B Compulsory Answer TWO tasks only Task 2 AC1.7, AC1.8, AC1.9, AC1.10 Task 2(a) describes FIVE key factors that should be considered when conducting international marketing communications. Key factors, eg language, media availability, legal controls, culture, levels of literacy, market maturity. Higher marks for structuring within PESTEL. Task 2(b) explains what is meant by standardisation, adaptation and localisation of advertising material. Explanation of standardisation, adaptation and localisation. 2 marks each, up to five Overall 10 marks 3 marks each Overall 9 marks Task 2(c) for your chosen brand indicate, with reasons, your entry strategy to international markets. Reasons for recommendation, including relevance to the case selected. 6 marks Overall 6 marks Page 5 of 8

Task 3 AC1.1, AC1.2, AC3.4, AC4.1, AC4.2 Task 3(a) Why are controls on advertising required? Without controls there will be anarchy. Business wants a secure framework within which to operate. Consumers will only trust the brands to the extent they trust the advertising. Adverting agencies need to know the boundaries within which they operate. Overall 4 marks To operate internationally you need to be seen as trustworthy. Task 3(b) What are the advantages and disadvantages of legal controls? Force of law, clarity. Inflexible, takes a long time to enforce. 4 marks for advantages 4 marks for disadvantages Overall 8 marks Task 3(c) What are the advantages and disadvantages of voluntary controls? Flexible, can change as consumers change. Lacks force of law, may not be taken as seriously. 4 marks for advantages 4 marks for disadvantages Overall 8 marks Task 3(d) Why should we have both legal and voluntary controls? Achieve balance, best of both worlds. Up to 5 marks Page 6 of 8

Task 4 AC1.3, AC1.4, AC1.6 Task 4(a) evaluates the process of selecting a new advertising agency for your chosen organisation. Drawing up the agency requirement, the long-list of agencies (and how obtained), obtaining information about each, visits to agencies, drawing up a short list, the brief and presentations. Task 4(b) analyses FIVE criteria that your chosen organisation should use in agency selection. Explanation of agency selection criteria, eg, location, size, client list, specialty, compatibility, non-conflicting clients, awards, staff, services provided. Overall 10 marks 3 marks each Overall 15 marks Page 7 of 8

Task 5 AC1.4, AC1.5, AC1.6, AC2.9 Task 5(a) explains the process of producing a press advertisement, from client brief to appearance in a newspaper. Client brief, creative brief, copy/design, visuals, approval, photography/illustration, retouching, typography, make-up on screen, proof runouts, approval, electronic distribution to publishers. Task 5(b) identifies the timescale that should be allowed for the process including the possible consequences of not allowing sufficient time. Realistic time scale stronger answers will indicate weeks for strategic positioning and days for tactical changes. Risk of missing deadlines, no room to deal with errors, potential additional cost, urgency replaces striving for the best. Task 5(c) suggests ways in which a fast turnaround of the advertisements could be achieved. Standing advertisements that can be patched for detail changes. Availability of client for fast turnaround of approvals. Overall 10 marks Overall 10 marks Overall 5 marks Alternative copy to allow for last-minute problems. Page 8 of 8